Putri, Dwi Yulianda (2022) Pengaruh Citra Merek, Kualitas Produk dan Harga terhadap Keputusan Pembelian Smartphone Iphone pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas 17 Agustus 1945 Surabaya (The Influence of Brand Image, Product Quality and Price on Iphone Smartphone Purchase Decisions on Students of the Faculty of Economics and Business, University of 17 August 1945 Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
This study aims to: (1) to find out that brand image affects the purchasing decisions of Iphone smartphones on students of the economics and business faculty, University of 17 August 1945, Surabaya (2) to find out that product quality affects the purchasing decisions of Iphone smartphones in economics and business faculty students. University of 17 august 1945 Surabaya (3) to find out that price affects the decision to purchase Iphone smartphones on students of the economics and business faculty, University of 17 august 1945, Surabaya (4) to find out that brand image, product quality and price have a simultaneous effect on purchasing decisions for Iphone smartphones on students of the Faculty of Economics and Business, University of 17 August 1945, Surabaya. The research methodology used is a descriptive quantitative approach with data collection methods through questionnaires. The population in this study were all active students of the Department of Economics and Business and the sample was taken using a non-probability technique in the form of purposive sampling with the slovin formula. The data obtained using multiple linear regression analysis with the SPSS 28 program. The results showed that partially brand image variables did not have an influence on iPhone smartphone purchasing decisions, but for product quality and price variables there was an influence on iPhone smartphone purchasing decisions for students of the economics faculty and business university 17 august 1945 surabaya, these results can be seen in the t test. Meanwhile, simultaneously there is an effect seen from the calculated F value. Keywords: Brand Image, Product Quality, Price, and Purchase Decision
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Kata Kunci: Citra Merek, Kualitas Produk, Harga, dan keputusan Pembelian |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen |
| Depositing User: | 1211800080 Dwi Yulianda Putri |
| Date Deposited: | 10 Oct 2022 05:29 |
| Last Modified: | 10 Oct 2022 05:29 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/19046 |
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